When email works.
WHERE IT STILL WORKS
Longer content Business customers Anything needing a record Transactional messages
WHERE IT WORKS LESS WELL HERE
Consumer customers who do not check email regularly.
WHAT TO USE IT FOR
A monthly newsletter Order and service confirmations Invoices and receipts Detailed information
WHAT MAKES IT WORK
Consistency Brevity Something useful each time
DELIVERABILITY
Send from your own domain with SPF and DKIM configured.
Mail that goes to spam is not retention.
CONSENT
An enquiry is not consent to marketing.
Ask separately.
WHAT TO MEASURE
Whether people open it, and whether it produces enquiries.
WHAT TO DO IF NOBODY OPENS IT
Check deliverability first. Frequently it is not reaching them at all.
Then the subject lines, then the content.
WHAT TO COMBINE IT WITH
A message on the channel they actually use.
